Hurley X Pendleton Boardshirt collaboration.

Oh, look, it’s heritage! We’ve been ripping on this trend lately but it’s so in our faces that it worthy of noting in some cases. In this case, it’s the new Hurley by Pendleton boardshirt, jacket, and trucker hat. Hurley, known for their surf and action sports inspired apparel hooked up with some vintage Pendleton looks circa 1959 and have grasped on to the inescapable Americana surge happening in fashion these days.

Vintage collector%uFFFDs item with this label if discovered in a thrift store in 2025.

The Pendleton logo and Hurley marketing push is quite an interesting combination as it crosses over a variety of different subcultures including surf, urban, and outerwear.

The launch party took place December 2 at American Rag in Newport Beach, CA, and is now available (as ironic as it sounds) in surf boutiques in Soho from December 10th to January 4, 2010. Or you can order it online at the Hurley store.

There’s nothing more intriguing than a Chanel motorcycle helmet with an iPod pocket. Seriously cool and expensive ($1,800 per helmet), these are for the well-heeled scooter gal. Created by Karl Lagerfeld for Ruby, the limited-edition series of 100 signed pieces includes a variety of materials such as signature Chanel tweeds, pearls, and even mink. They also come with scarves to match, of course. Where to get one? Ateliers Ruby site or colette in Paris.

More helmets by Karl Lagerfeld X Ruby.

Photos courtesy of H&M

H&M’s launch of their signature series with designer Sonia Rykiel went off in Paris in full Moulin Rouge-meets-Carnival style. Girls on bikes and floats recreating the Eiffel Tower and Arc de Triumphe were among the highlights. 2,000 guests entered through an enchanted forest into the Grand Palais for the event including top designers such as Jean-Paul Gaultier, Ellen von Unwerth, and Emanuelle Beart, and fashionistas such as Kate Bosworth, Eva Herzigova and Nadja Auermann.

Guests were also given a preview of the Sonia Rykiel pour H&M lingerie collection, which debuts in around 1,500 H&M stores worldwide starting December 5, as well as the knitwear collection for women and girls, which arrives in around 200 stores on February 20, 2010.

“It was all about the brilliance of Paris and of Sonia Rykiel. We wanted to give our guests a story-like experience, let them enter a fantasy world where they could discover the Sonia Rykiel pour H&M collections and let themselves go.” Said Nathalie Rykiel, artistic director and president of Sonia Rykiel.

2,000 special guests watching from under the Eiffel Tower at the launch party.

As a fast-fashion retailer, H&M continues to push trends forward not only in their designer collection series, but also with their ability to keep prices affordable. Constantly rated among the top favorite fashion brands and retailers in our European Youth Culture Studies, H&M are masters at “masstige” and like the fast-fashion retailer from Japan, Uniqlo, is a brand to watch.

H&M goes carnival-style.